• Module Coordinator: Dr Wouter Vanhouche
• Language: English
• ECTS credits: 6

Course objectives

Because Consumer Behavior is an applied discipline rooted in other social sciences, various concepts will be discussed in class. Your job is to master these concepts and use them to organize, explain and predict consumers’ actions.

To achieve this goal, we will:

• Learn the Concepts/Theories

Explore consumer behavior concepts by integrating and adapting theories developed in disciplines such as psychology, sociology, anthropology, and economics.

• Apply the Concepts/Theories

Develop the ability to apply the theories discussed in class to common marketing problems, from the perspectives of marketing managers and public policy makers.

• Stimulate Critical Thinking

Foster the development of intellectual skills pertinent to marketing careers. In other words, critical thinking here stands for identifying and/or organizing a marketing problem, selecting a relevant theory to explain the problem, and applying it properly so as to provide an effective solution.

It is not an objective of this course to provide you with a clear cut “to do” list that guarantees success as a marketer. Instead, a thorough understanding of the material is necessary. This understanding will guide your decisions as a marketer, rather than telling you blindly what to do.

This course focuses on four basic topics.

Topic 1 investigates consumers' basic psychological processes. It explores how concepts like motivation, perception, memory, feelings and attitudes help us understand Consumer Behavior.

Topic 2 uses knowledge acquired in topic 1 to account for how consumers make decisions: How much do consumers search and evaluate alternatives? Which criteria do they use to make their choices? How do consumers feel after making a choice?

Topic 3 aims to explore the interaction between the consumer and multiple social and cultural influences. How do demographic (e.g. age, gender, race, etc.) and psycho-graphic (e.g. life style and personality) aspects bias consumer behavior? How do reference groups and family interact during a decision process?

Topic 4 will devote attention to some ethical concerns of Consumer Behavior as well as to research methods.

Entry requirements

Knowledge of 'Introduction to marketing' and'Strategic marketing' is required.

Teaching method

To facilitate learning, classes are intended to be interactive. Unfamiliar theoretical concepts are introduced and illustrated by concrete examples to which students can relate easier.

Assessment

Students write and present a paper as part of a group project. A written closed book exam is held at the end of the semester.

Course material

Hoyer, W.D., and D.J. MacInnis (2009), Consumer Behavior, 5th Edition, International Edition.